Orisul x Mustika Ratu

Mustika Ratu entrusted Orisul Digital Agensi, to lead a Key Opinion Leader (KOL) marketing campaign and digital ads in 2023. Mustika Ratu required assistance to build awareness for certain series of their products across Indonesia.

Mustika Ratu is an Indonesian cosmetic and herbal medicine brand. It is known for producing products that are divided into two divisions: Beauty & Body Care and Herbal Medicine & Health Care. The brand offers a range of cosmetics, skincare, and personal care items using natural Indonesian ingredients which provide benefits for beauty and health care for both face and body.

Mustika Ratu’s primary goal was to showcase the accessibility and affordability of its products series to consumers most aligned with their brand image, including Bengkoang Series, Wonderdrops, Minyak Zaitun Series 55 ml & 175 ml, and Slimming Tea.

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Our Solution

In order to accomplish Mustika Ratu’s goal, Orisul Digital Agensi took charge of influencer selection, ads campaign management on social media, and content oversight.

100 influencers were given specific tasks:

79 were required to create Instagram/TikTok videos showcasing the product.
21 talents were required to visit Mustika Ratu’s stores and capture the process of locating the product, making purchase, trying the product, and then providing an honest, positive review on their Instagram/TikTok page.

Supporting the KOL campaign, Orisul Digital Agensi also ran ads placement on TikTok, Meta, Instagram, YouTube, and Google ads to promote certain series of Mustika Ratu products, as well as through exclusive deals promo in a number of minimarkets.

Key Takeaways

Influencer Amplification: Leveraging influencers in a strategic retail-focused campaign significantly amplified brand visibility and engagement.

Audience Connection: Authenticity in content creation, particularly in showcasing product accessibility and affordability, resonated positively with the audience.

Personalization is Key: Tailoring ad campaigns to target specific demographics and consumer preferences is crucial. Understanding the target audience’s needs and desires allows for the creation of more relevant and impactful advertisements that resonate with potential customers.

Data-Driven Decision Making:

Detailed post-campaign insights provided critical data for campaign evaluation and subsequent strategic planning.